MAM

BARC signs deal with Médiamétrie today

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2014/01/20/barc_logo.jpg?itok=YyuxF9XG

MUMBAI: It was just last week that the  Ministry of Information and Broadcasting (MIB) notified the TV ratings agency registration regulations. And the industry-backed Broadcast Audience Research Council (BARC) reps were summoned to New Delhi to give the ministry an update on how much progress has been made on the new proposed TV ratings system for India. They did. Today, BARC also gave the press an insight into how far down the road it has gone.

Indiantelevision.com was the first to report that  BARC had chosen  French audience measurement company Médiamétrie as its ratings partner. No cofirmations came from BARC. But today its chairman Punit Goenka  announced that Médiamétrie is indeed BARC’s official technology partner and will also provide licences to BARC to use its TV metering system.

“Médiamétrie has an in-house research team that helps it to understand the needs of the industry just as how BARC realises what the industry needs. I have heard people ask that BARC is just barking but when will it bite? But now I say we are here to bite!” Goenka remarked candidly while signing the deal at Mumbai’s ITC Grand Central hotel. Médiamétrie will assist the council in procuring its own metering hardware.

The French audience measurement system will be providing the audio watermarking technology to BARC to monitor TV consumption through its 20,000 strong panel. “Médiamétrie wrote to BARC months back. It uses watermarking technology so it is very accurate and can measure data when it is simulcast. Meters are easy to make so we spoke to agencies and advertisers in France to do our background study on Médiamétrie. It is a landmark day for us,” said BARC tech committee chairman Shashi Sinha.

Sinha also stated that the new ratings system should be up and running by 1 October, 2014. “Around 25 vendors approached us out of which we shortlisted four to five. We have got the best of vendors, technology and price of meters. The most important thing for us is transparency,” he said. It will soon be announcing media partners as well.

BARC has been scouting for a technology partner since several months now and finally it has concluded the deal with the French company. BARC CEO Partho Das Gupta said at the conference: “Since the past few months we have been researching the tech we should use and have finally selected the right one.”

Present at the conference was also Médiamétrie senior VP Benoit Cassaigne who was excited to be a part of the deal. “We are among the top five companies in the world and the leading research company in France,” he said.

Goenka emphasised that since BARC is a non-profit body, broadcasters will comply with it. “We are not here to make profits, we are here to help the industry,” he said.

However, no one was willing to talk about the future of TAM. “We hope there is no ratings blackout in the coming months, but if there is then it can’t be helped. We are working towards getting a better system,” he added.

Star India COO Sanjay Gupta says that TAM and government need to sit and decide now. “Advertisers are obviously worried as to what will happen if there is no rating system in place. Maybe they will look at the past ratings and set prices,” he said.

The contract with Médiamétrie has been signed for a 1+5 year term. The Council says it is totally  open to regular external audits. The funding to put up the new system in place has been divided as follows: 60 per cent Indian Broadcasting Foundation (IBF), 20 per cent ISA and 20 per cent Indian Advertisers Agencies Association of India (AAAI).

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/jeep.jpg?itok=PSYkWSlw
Jeep Compass bids adieu to mediocrity in new campaign

FCA has unveiled a new integrated campaign ‘This Is It’ for its flagship model, the Jeep Compass. The campaign has been conceptualised and created by Leo Burnett India. The new film positions the Jeep Compass as the ultimate SUV by capability, creature comforts, gadgets and importantly, safety.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/23/Karthik_Srinivasan.jpg?itok=VpGQ_XhI
Regional representation in creative teams can help reduce blind spots: Karthik Srinivasan

If you’re not in tune with the intricacies of a different language, you’re going to land yourself in a soup. Just like Google’s voice assistant Alexa a few months ago when it had censored the word “chhod” (meaning ‘leave’ in English) from a number of popular Hindi songs, as it confused it with an...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/la.jpg?itok=-iO8mQND
L’Affaire, a luxury lifestyle Soiree by Godrej Group set to create a surreal experience this February

L’Affaire, a luxury lifestyle platform by the Godrej Group, is back with its third edition and is all set to bring together the who’s who from across Mumbai.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/volleyball.jpg?itok=yHkBFygg
RuPay becomes title sponsor for Pro Volleyball League

RuPay, the flagship product of National Payments Corporation of India (NPCI), acquired the title sponsorship rights of India’s newest franchise-based sports league, the Pro Volleyball League, which is set to start on 2 February.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/sonu.jpg?itok=eRxQRRXR
Ipsos India in overdrive with Mystery Shoppers

Barely two months since Ipsos launched Mystery Shopping in India, apart from marketers who are capitalizing on the opportunity for securing unbiased feedback from customers to improve products and services, there is also an interesting opportunity emerging from the consumer’s standpoint.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/kalyan.jpg?itok=3n19zdUS
Kalyan Jewellers hosts exclusive evening with Shweta Bachchan Nanda at Ahmedabad showroom

Kalyan Jewellers, India’s trusted and leading jewellery brand today hosted an exclusive evening for some lucky customers from the city.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/nori.jpg?itok=ccCt5qGy
One Take Media Co acquires 3D Animation Show Nori-Roller Coaster Boy

One Take Media Co(OTMC), pioneer in Movies, OTT, VAS, kids contents expands its catalogue with the acquisition of sought after Nori–Roller Coaster Boy from Xrisp, South Korea.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/rishi.jpg?itok=GankZCUY
Rishi Vasudev to head Myntra-Jabong fashion and lifestyle division

Just a week after naming Amar Nagaram as the head of Myntra-Jabong, Filpkart has now promoted its fashion department head Rishi Vasudev to handle the additional responsibility of the fashion and lifestyle categories of its fashion portals Myntra and Jabong.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/pankaj.jpg?itok=jcmGL7Xi
Pankaj Vasani wins ICAI’s “chief financial officer of the year” award 2018

Publicis Groupe’s Executive President & CFO, South Asia, Pankaj Vasani, has been awarded “CA CFO of the Year in the Media & Entertainment Sector” by the Institute of Chartered Accountants of India (ICAI) at the 12th ICAI’s Leaders & Business Excellence Awards held in Mumbai on 19...

MAM Media and Advertising Media Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories